Menigo Foodservice

What Menigo Foodservice does

Menigo Foodservice AB is Sweden's largest foodservice wholesaler and a wholly-owned subsidiary of Sysco Corporation (NYSE: SYY). Founded in 1969 and headquartered in Västerås with extensive Stockholm operations, the company distributes food, beverages, restaurant equipment, and consumables to approximately 15,000 professional customers across restaurants, public sector institutions, and service retail businesses nationwide. Menigo reports 9 billion SEK in annual turnover and employs roughly 1,400 people across 8 Swedish locations, supported by two full-assortment warehouses (fullsortimentslager) in Gothenburg and Strängnäs and a network of regional fresh goods processing facilities.

The company's core product platform combines physical distribution with a digital ecosystem: the MenigoGo mobile app, the menigo.se e-commerce storefront, the Melvin supplier portal, a digital price notification system (DiPA), real-time delivery tracking, a recipe calculator, and CarbonCloud-powered product-level CO2e climate labeling. A dedicated fresh produce division (Färskvaruhallen Menigo) handles own import and processing of meat, fish, fruit, and vegetables, while a portfolio of 12 private label brands (Sysco Premium/Classic/Essentials/Simply Plant Based/Supplies, Brakes Select, La Boulangerie, Citavo, Migi, Chefs Basic) spans food, equipment, beverages, and consumables.

Menigo generates revenue primarily through B2B wholesale distribution with transaction-based pricing negotiated directly by field sales representatives based on volume, contract terms, and customer segment. Supplementary revenue streams include affiliate/referral fees from the Menigo Partner program (payment solutions, leasing, insurance, POS, food waste reduction services) and supplier-facing services such as advertising placement in customer magazines and campaign newspapers. The go-to-market model is hybrid: regional sales offices in Stockholm, Gothenburg, Malmö, and Norrland cover enterprise restaurant and public sector customers, a Contact Center handles public sector and service retail, and the e-commerce/mobile app channels support self-service ordering for mid-market customers. Trade show presence (FFCR) and headline sponsorships of culinary competitions (Årets Kock, Bocuse d'Or Sweden) serve as brand-building and acquisition channels.

Name

Menigo Foodservice

Legal name

Menigo Foodservice AB

Website

https://menigo.se

Company type

Private

Founded year

1969

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Menigo Foodservice is Sweden's largest foodservice wholesaler and a wholly-owned subsidiary of Sysco Corporation, distributing food, beverages, and equipment to approximately 15,000 restaurants, public sector institutions, and service retail businesses across Sweden through 8 locations and a digital ordering platform.

Ownership category

akta.pro rank

Product category

Foodservice Distribution

NAICS

Food Manufacturing (311), Other Food Manufacturing (3119)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

National/Multiregional Broadline Foodservice Distributors (AFAIAAAA)

Keywords

• Foodservice distribution
• B2B wholesale
• Fresh produce supply
• Restaurant equipment supply
• Private label foodservice

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices9 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Technology or R&D, Marketing or Sales

Revenue model

1. Foodservice Product Distribution: Menigo generates the majority of revenue through wholesale distribution of food, beverages, and equipment to professional kitchens. The company offers a comprehensive assortment including fresh produce, meat, poultry, fish, seafood, deli items, dry goods, frozen products, alcoholic beverages, and restaurant equipment.
2. Menigo Partner Program: Supplementary revenue from partner services offered to restaurant customers including payment solutions, leasing, insurance, POS systems, food waste reduction, water solutions, marketing, and staffing services.
3. Supplier Services: Revenue from supplier-facing services including advertising placement in customer magazines and campaign newspapers, supplier portal access, and product recall administration fees.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Menigo Foodservice is a full-service B2B wholesaler that distributes food, beverages, and professional kitchen equipment to restaurants, public sector institutions, and service retail businesses across Sweden. The company supplies a comprehensive assortment including fresh produce (meat, poultry, fish, seafood, fruit, vegetables, deli) with own import and processing, dry goods, frozen products, alcoholic beverages, and restaurant equipment, alongside 12 private label brands and complementary digital services such as the MenigoGo app, supplier portal, Restaurangakademien education, and the Menigo Partner program.

Product overview

Menigo Foodservice is a comprehensive food, beverage, and equipment wholesaler serving restaurants, public sector, and service trade establishments across Sweden. The company operates as a single unified platform offering multiple integrated product lines: (1) Färskvaruhallen Menigo, a dedicated fresh produce division providing meat, poultry, fish, shellfish, fruits, vegetables, and deli products with own import and processing capabilities; (2) a portfolio of 12 private label brands including Sysco Supplies (kitchen equipment), Sysco Simply Plant Based (plant-based products), Sysco Essentials, Sysco Classic, Sysco Premium, La Boulangerie (frozen bread), Citavo (beverages), Migi (consumables), Chefs Basic, Brakes Select, and Brakes (private label food products); (3) digital services including MenigoGo mobile app, supplier portal (Melvin), Menigo Partner program with exclusive restaurant operator deals; and (4) Restaurangakademien educational services. The offering is coordinated through a BREEAM-SE certified logistics network including a new 42,000 sqm full-range warehouse opened in Göteborg in 2025.

Differentiator

Problem solved

Functional benefit

Brands

• Färskvaruhallen Menigo: Fresh produce hall - specialist division offering premium fresh produce including meat, poultry, fish, seafood, fruit, vegetables and delicatessen with own import and processing.
• Sysco Supplies
• Sysco Simply Plant Based
• Sysco Essentials
• Sysco Classic
• Sysco Premium
• La Boulangerie
• Citavo
• Migi
• Chefs Basic
• Brakes Select
• Brakes

Products and services

• Färskvaruhallen Menigo (Fresh Produce Hall) Dedicated fresh produce division offering meat, poultry, fish, shellfish, fruits, vegetables, and delicatessen items to professional restaurant kitchens, with own import and processing of meat, fish, fruits, and vegetables, dedicated fresh produce specialists with restaurant industry experience, and delivery up to 7 days/week.
• MenigoGo Mobile application for Menigo customers that enables scan-and-shop product ordering, real-time delivery tracking, favorite lists, lightning deals, inventory counts, returns and complaints processing, and bottle return registration.
• Menigo Partner Partner program for Menigo customers offering exclusive deals on card transactions, leasing, cash registers/POS, food waste solutions, water systems, marketing/profiling, and insurance, plus access to Munu cloud-based restaurant management POS.
• Restaurangakademien Gastronomic education institute offering short courses and longer educations within kitchen, food, confectionery, beverages, service, and leadership for hotel and restaurant professionals, public sector, and gastronomy enthusiasts.
• Menigo Supplier Portal (Melvin) Digital portal for suppliers to manage product listings, price change notifications, campaign bookings, order processing, marketing program information, and electronic data interchange with Menigo.
• Sysco Supplies (private label) Menigo's private label brand for affordable quality professional kitchen equipment, ranging from cookware (pans, pots) to dining room porcelain and glassware.
• Sysco Simply Plant Based (private label) Private label brand offering plant-based products including animal protein substitutes, vegetable-based dishes, and vegan and vegetarian alternatives for professional kitchens.
• Sysco Essentials (private label) Private label brand of carefully selected, value-priced basic food products marketed as a smart choice for the professional kitchen.
• Sysco Classic (private label) Private label brand offering reliable, affordable, high-quality products covering the classic range of staples a professional kitchen needs.
• Sysco Premium (private label) Private label brand offering the finest products carefully selected from the best producers in the market for premium quality needs.
• La Boulangerie (private label) Private label brand of frozen bread products available as ready-baked, pre-baked, or pre-fermented in multiple formats to suit different kitchen needs.
• Citavo (private label) Private label brand offering warm beverages (coffee, tea, etc.) of good quality for year-round enjoyment in foodservice operations.
• Migi (private label) Private label brand of consumables and equipment (glassware, disposable products, napkins, candles) that facilitate work in restaurants and professional kitchens.
• Chefs Basic (private label) Private label brand offering good basic food products designed to simplify everyday operations across all kitchen types, from fine dining to lunch spots and school restaurants.
• Brakes Select (private label) Private label brand offering premium products handpicked for professional cooks with high demands, providing unique raw materials of the highest quality.
• Brakes (private label) Private label brand offering affordable, high-quality, traceable food products available in sizes and quantities that simplify the cook's work.

Quantifiable outcome

• 94.8% of customer deliveries made with fossil-free transport (HVO100, biogas, or electricity)
• +4 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Bocuse d'Or SwedencoreStrategic or Co-development PartnerMenigo supports the Swedish Bocuse d'Or candidate from selection through to the final in Lyon. This prestigious culinary competition helps position Sweden as a gastronomic destination and contributes to customers' long-term profitability through increased interest in Swedish gastronomy.
• Årets Kock (Chef of the Year)coreStrategic or Co-development PartnerAs headline partner of Sweden's premier professional cooking competition, Menigo supports the advancement of Swedish culinary arts. The competition keeps Menigo updated on new techniques and ingredients while highlighting Swedish farmers and food producers. Contest finalists are customers or potential customers of Menigo.
• StellagalancoreStrategic or Co-development PartnerAnnual award ceremony recognizing female professionals in the restaurant industry. Menigo sponsors this initiative to promote more inclusive work environments in an industry facing significant labor shortages, supporting sustainable workplace development.
• CarbonCloudcoreTechnology or IntegrationCarbonCloud provides Menigo with climate footprint calculations for products in their e-commerce platform. The platform calculates CO2e for each product using production data directly from suppliers combined with research data on emission intensity for each process, mapping the complete value chain.
• Catena (Property Developer)minorImplementation/ SI/ Consulting PartnerMenigo partnered with property developer Catena to develop the 42,000 sqm fullsortimentslager in Gothenburg Landvetter. Catena owns the facility while Menigo operates as tenant, with sustainability as the guiding principle throughout construction.
• RestaurangakademiencoreStrategic or Co-development PartnerFounded in 1985, Restaurangakademien is a wholly-owned subsidiary of Menigo since April 2019. It serves as a gastronomic meeting place offering courses in cooking, confectionery, beverages, service, and leadership for the hotel and restaurant industry.
• Smögens FiskauktioncoreOthersSweden's only digital fish auction, operational since 1919. Menigo sources fresh fish and seafood through this auction where catch comes in overnight, is sold in the morning, and reaches customers within hours - ensuring maximum freshness.
• Various Swedish Food ProducerscoreOthersMenigo sources from numerous Swedish food producers including Guldhaven Pelagiska (Kalix Löjrom), Mushu Mushrooms, Njálgies (reindeer products), Wermlands Skogsförråd (forest mushrooms), Rosersbergs gård (pork), and many others featured in their 'Där det goda växer' producer documentary series.
• Munu (POS Systems)minorChannel Partner/ Reseller/ DistributorMenigo Partner offers Munu's cloud-based restaurant management system combining POS, payments, ordering, kitchen management, booking, and analytics. Menigo customers receive 6 months free access to Munu POS and booking modules.
• Menigo Partner SuppliersminorChannel Partner/ Reseller/ DistributorVarious suppliers offering services to restaurant customers through Menigo Partner including payment solutions providers, insurance companies, leasing firms, food safety/waste services, water solutions, energy providers, and staffing agencies.

Scale indicators15 records

Recent moves7 records

Expansion highlights6 records

Others

• ICA Sverige: ICA is a major Swedish grocery retailer and historical parent of Menigo (Menigo was spun out of ICA Meny in 2006). Continues to overlap in service retail and convenience store supply channels relevant to foodservice.

Broad incumbents

• Bidvest Foodservice: Bidvest's foodservice division is a major international broadline distributor with operations in the UK, Ireland, and other markets. Comparable in scale and full-service model to Menigo.
• METRO AG: METRO is a major European foodservice and hospitality wholesaler operating across multiple countries with cash-and-carry and delivery formats. Comparable as a pan-European broadline foodservice distributor.
• Brakes Group: Brakes Group is Menigo's sister company within Sysco, serving as the UK's leading broadline foodservice distributor. Operates the Brakes and Brakes Select private-label brands that Menigo also distributes in Sweden.
• Performance Food Group: Performance Food Group is a major US broadline foodservice distributor (NYSE: PFGC), serving restaurants and foodservice operators with comparable scale and breadth to Menigo within the US market.
• US Foods: US Foods is one of America's largest broadline foodservice distributors (NYSE: USFD). Directly comparable as a Sysco competitor with similar full-assortment and private-label (Stock Yams) strategies.
• Sysco Corporation: Sysco is Menigo's parent company and the world's largest broadline foodservice distributor (NYSE: SYY, ~$79B revenue). Serves as the global benchmark and source of scale advantages for Menigo.

Regional players

• Eurocash Group: Eurocash is a leading foodservice and convenience wholesale distributor in Poland and other Central European markets. Comparable as a regional broadline foodservice wholesaler with similar customer profiles.

Direct peers

• Martin & Servera: Martin & Servera is Sweden's other major broadline foodservice distributor, serving restaurants, public sector, and convenience retail with a similar full-assortment model. It is Menigo's primary direct competitor in the Swedish foodservice wholesale market.
• Axfood Snabbgross: Axfood's Snabbgross cash-and-carry division serves restaurants and foodservice operators in Sweden, overlapping with Menigo's customer base of restaurants and service retail customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCohYbuZCdDrJHGolif0gRJw
• Facebooksv-se.facebook.com/menigofoodservice
• LinkedInlinkedin.com/company/menigo-foodservice-ab
• Instagraminstagram.com/menigofoodservice

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Menigo Foodservice